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Pick the Correct Background for Your Product

Following is an email I sent to a client who sold candles with small treasures embedded into the candle wax that could be removed after a couple hours of burning. The client was concerned about the banner I had designed for an outdoor swap meet venue. Her concern was that the banner I created was too dark, while most of the banners she saw at the swap meet were light colored. Here is my response:

I read through your comments, and I understand you don't want to spend a lot of money on your banner. The one and two colors banners are generally vinyl cut banners, where the elements are cut out and adhered (glued) to the surface of the banner. While cheaper up front, these banners are more susceptible to damage from wind and sunshine. On the other hand, digital banners are priced per square foot, so there is no cost savings if you limit your color palette. The digital banners are also treated with a UV coating to add to their durability. (The printer can give you an approximate expected banner lifetime, based on usage).

Another point you raised, is that most of the banners you looked at were lighter, or white. That might be a good idea for most products, but given your product is generally used in a darker environment, I feel the best way to showcase the candles is to show them lit in a darkened room or environment. If you are dead set on a lighter background, perhaps a sunset background would work better for you. Also, just because everyone else is using lighter banners, doesn't necessarily make it correct. A dark banner in a sea of lighter ones will stand out more, not less.

Take a look at the images below, and you'll notice how your candle (second from left) shows so much more mood and intrigue than your competitors. Before I started designing your sell sheet I went online to see what your competition was doing design-wise. I was surprised to see how many were using a stark white background to showcase their wares. Some candles are even lit, but you can barely see the flame! My feeling from the beginning is that mood was the key to selling your candles, the addition of a hidden treasure just adds to the whole mysterious feel of the product.

Below are some tips from a billboard company regarding colors, and dark vs. light billboards. These tips are for billboards, however an outdoor banner is very similar to a billboard in its purpose.